#PATCH&PLAY #NewMake Labo #STORY&Co.

PATCH&PLAY: A Revolution in Upcycling Culture

On November 1, 2025, the fashion-forward neighborhood of Harajuku will welcome a new player in sustainable fashion, PATCH&PLAY. Launched by STORY&Co., a creative company based in Tokyo, this vibrant shop will reside within the NewMake Labo, a circular creative community dedicated to innovative recycling and upcycling practices.

Concept of PATCH&PLAY

The ethos of PATCH&PLAY, encapsulated in the phrase "Let’s stitch on what we love," encourages a playful engagement with clothing through the integration of patches and creative remaking. This concept aims to foster a culture of repair, urging individuals to explore their creativity while making sustainable choices in fashion.

A New Movement from Harajuku

PATCH&PLAY seeks to ignite a fresh movement in upcycling, where every small action can spark kindness towards products and relationships. By playfully enhancing favorite garments with patches or adding personal embroidery, customers can participate in a creative process that not only rejuvenates their apparel but also contributes to the birth of new cultural expressions.

The store redefines repair, shifting it from mere "fixing" to an artful "styling," creating a new platform between street style and craftsmanship. This groundbreaking approach aims to transform the way the fashion community perceives repair and creativity.

Diverse Offerings

PATCH: Reconstructing Personal Taste

With an impressive collection exceeding 500 unique patches, customers can reconstruct their fashion identity with ease. PATCH&PLAY will feature original designs alongside collaborations with various creators, ensuring an expansive lineup that emphasizes personal expression.

The studio's branding will be led by renowned graphic designer Yutaka Masuda, whose innovative typography reflects three core principles—Respect, Layer, and Play. These values symbolize the commitment to honor original materials while layering new narratives over them.

PLAY: Making Repair a Cultural Trend

PATCH&PLAY doesn't stop at patches. The store will provide multiple repair options, from basic alterations like hem adjustments and button placements to creative remakes employing techniques like darning and sashiko. Dedicated repair staff will be on hand to support customers, encouraging them to view repair as "re-editing" rather than simple restoration.

Offering a place that champions the culture of repair, PATCH&PLAY aims to become a beloved hub within Harajuku's fashion district, perpetuating a cycle of sustainable creativity.

A Unique Space for Experiences

The shop is designed as an experimental lab where customers can physically engage with the products. The interiors will feature industrial-style fences displaying various patches, along with interactive play areas that invite exploration. An in-house embroidery machine adds an engaging element, providing a platform where creativity can flourish.

This immersive experience resonates with the digital-savvy generation, bridging real-world and online enjoyment. Moreover, PATCH&PLAY is set to host workstations for sewing and embroidery workshops, allowing customers to learn and create alongside experts.

Special Opening Campaign

In celebration of its launch, PATCH&PLAY will implement various limited-time promotions:

• - A 10% discount on repair services for orders over 1,980 yen
• - Special giveaways for those who follow their official Instagram account, @patchandplay_tokyo, where participants can receive exclusive original stickers.

This is an excellent opportunity to rediscover beloved pieces through innovative repair experiences.

SHOP INFORMATION

• - Store Name: PATCH&PLAY
• - Location: 6-6-2 Jingumae, Shibuya-ku, Tokyo, Harajuku Bellpierre 104 (inside NewMake Labo)
• - Opening Date: November 1, 2025
• - Business Hours: 11:00 AM - 6:00 PM (irregular holidays)
• - Instagram: @patchandplay_tokyo

About NewMake

NewMake is a creative community aiming to craft new values through reuse. Operating from its flagship location in Omotesando/Harajuku, it experiences a blend of upcycling and repair initiatives utilizing surplus inventory and unconventional products from both local and international brands. Their mission revolves around the principle of "Repair, Renew, Continue," aspiring to create a circular economy in the fashion sector.

Official Website: NewMake

Company Overview

• - Company Name: STORY&Co.
• - CEO: Taku Hosokawa
• - Location: 3rd Floor, Japan Life Marunouchi Garden Tower, 1-1-3 Marunouchi, Chiyoda-ku, Tokyo
• - Established: 2016
• - Business Activities:

- Operations of the NewMake creative community
- Planning and managing the experience-sharing site